Branding is a way of identifying your business in a positive light. It is a significant part of how your customers recognize and experience your business. A strong brand is more than just a logo. It’s reflected in everything from your customer service style to uniforms to logos on employee clothing and business cards to marketing materials and advertising. A business’ culture is visible in its brand.
Branding success within your local or regional market is a key part of your company’s overall success.
A company’s brand helps shape the way people think and feel when they see your logo or signage and when they hear your company’s slogan—if you have one.
The face of the company isn’t always the owner or upper management; it is the employees who interact with the grower on a regular basis. Many growers do business with a retailer based on individual employees. Good customer service is the best way to provide value to your customers. Many successful retailers continually position their companies and their teams as trusted advisers and differentiate themselves from competitors who are just looking for a sale.
1. Be known as the local experts for growers.
Keep up with the latest technologies and agronomic knowledge to better serve your customers. Growers want to do business with forward-looking retailers who stay ahead of the latest techniques, products, services, seed technologies, advances in machinery and changes in agricultural practices. Invest in yourself and your employees. Attend educational programs to stay up to date on the latest information, so your team can help your grower-customers understand new products, service offerings and opportunities that will bring their businesses value.
2. Provide recommendations that bring value.
Growers want recommendations that will result in increased yields and more profitable operations. Their profit depends on applying the best products for their fields at the right time and the correct rate of application. Gain credibility with your grower-customers by making recommendations based on your agronomists’ knowledge of what’s really best for that operation, not necessarily the product that is being pushed by the manufacturer.
3. Understand and use social media.
Now every generation uses social media to discuss ideas. Social media have become important for businesses, which can contribute to conversations and share real-time information on social platforms.
4. Support your local community.
This shows your commitment to your community’s well-being. Build a reputation within your local community by participating in 4-H fairs, school and church activities and local volunteer projects. You can also donate money or resources in the areas you serve.
A well-established brand will help you compete as your customers know who they can rely on as a trusted adviser and what they can expect every time they interact with your company.
Hats and signage are important to branding, but what are things you can do to improve your brand?
Written by: Angella Dow. Dow is a marketing professional with Farrell Growth Group, a leading agribusiness consulting group.
